디지털 기술의 지속적인 발전에 따라 가상 관광과 디지털 문화유산 탐방은 실제 관광을 보완하는 중요한 수단으로 자리 잡고 있다. 본 연구는 기술수용모델(Technol ogy Acceptance Model, TAM)을 적용하여 인지된 용이성, 인지된 유용성, 외부 변 수 측면에서 가상 관광 체험의 성과를 살펴보고, 이러한 요인들이 사회와 온라인 환 경에서의 커뮤니케이션 효과에 어떠한 영향을 미치는지 살펴보고자 한다. 이에 본 연구는 관련 대상자와의 심층 인터뷰를 실시한 연구 결과를 보면 인지된 용이성과 인지된 유용성이 이용자의 가상 관광 체험 수용과 홍보에 영향을 미치는 주요 요인 으로 밝혀졌다. 그리고 대영박물관, 바티칸 박물관, 스미소니언 자연사 박물관, 운강석굴 등 다양한 가상 관광 플랫폼의 사례도 분석하였다. 본 연구는 가상 관광 연구 에 대해 새로운 관점을 제시하고 가상 관광을 효과적으로 설계하는 방법에 대해 의 견을 제안하였다. 또한, 문화유산 가상 관광의 전파 및 홍보를 위한 이론적인 지침과 실제적인 조언을 제시하였다.

With traditional boundaries among culture, technology, finance, politics, and ecology are disappearing (Friedman, 1999), the need of businesses to deliver unusual experiences to the consumers have increased in order to survive and thrive. With consumer’s need diversifying and getting more complex, capturing receiver’s attention is becoming the key issue for brands (Jung & Shin, 2010). Resultantly, the traditional operators are feeling the necessity to co-operate with those in other fields to obtain differentiation. Hence, even without one consensus meaning existing, the emphasis on the word 'convergence' is consistently growing. Its popularity of use reflects the era we live in, where boundaries are fading and unaccustomed ideas are brought together (Lord & Velez, 2013). However, despite its importance increasing, researches on convergence marketing are very limited. Most of the studies focus only on qualitative research, especially on case studies or defining conceptual definition of term convergence. Thus, not much is known of how consumers perceive this new way of approach. Therefore, the main goal of this study is to first, understand how the consumers perceive marketing of technology and marketing of culture, and second, how the convergence of these two influence on brand perception. The concept of convergence holds meaning in all sorts of fields from telecommunications, computer sciences, mathematics, logic, to economics, sociology, accounting and others (Lord & Velez, 2013). Although it seems that the word convergence is more or only related to the information technology discourse, however in large, although it is true that it was mainly based on the advance of information technology, the concept of convergence is frequently used both in the media industry and the other academic fields. From media industry, it denotes the ongoing restructuring of media companies as well as to describe the various intersections between media technologies, industries, content and audiences. Yet, in academic fields, in the same context of convergence several other terms are frequently used in the literatures, for example as alliance, partnership, sponsorship, and collaboration (Appelgren, 2004) which is all based on the same ‘coming together’ yet differs in specific goal. The convergence marketing that emerged from the intensified competition among brands co-operates with those in other fields in order to create differentiating point. The convergence in fashion industry is found with two main streams of technology convergence and cultural convergence (Wi, 2013). In line with the fact that convergence in everyday life bases from the improvement of technology, the application of technology in fashion industry is also found throughout the production process, from design to production and distribution. Unlike 2000s where fast fashion changed the fashion system, the impact of technology seems to be the largest in the turn of 2010 (Choo et al., 2012; Ko, Kim, & Lee, 2009). As the convergence of marketing and IT can create rich, technologically enabled digital experiences that engage, delight, and serve the consumer, now it plays a part as a source of innovation (Lord & Velez, 2013). Accordingly, with pioneering advantages that technology appliance can deliver, many luxury brands have adopted new technology in its marketing strategies, including QR code in the magazine ad, hologram technique replacing the plastic mannequin, motion reacting interactive show window are to name a few. Similarly, culture for marketing is found with consumers pursuing more and more cultural and intellectual activities with the improvement of the standard of living. As concept of art exemplified from the marketing standpoint evoke general connotations of sophistication, culture, luxury and prestige (Martorella, 1996), many luxury brands are applying cultural contents to improve brand images (Hagtvedt & Patrick, 2008). In sum, to satisfy consumers’ diverse need, brands are trying to incorporate not only using the novel digital devices, but also conveying the cultural contents to provide emotional stimulus. Thus, this study focuses on the marketing communication using convergence of technology and culture that aims to gain consumers’ evaluation. This study applies complex model of Technology acceptance model to Pleasure-arousal-dominance theory to better understand how consumers perceived and adopt the new type of marketing strategy. TAM is a widely employed in various studies to predict users’ behavior intentions (Hsu & Lu, 2004). Technology acceptance model suggested by Davis (1989) is agreed as the theoretical background useful to explain individual adoption behavior with the introduction of such relatively new medium like this make users to experience new ways (Bagozzi & Yi, 1988). Yet, in the model application stage, it was suggested that TAM model focuses only on the judgment of the system of technology and lacks the ability to explain other potentially important factors that can influence on users’ acceptance process. Thus, similar to the other previous researches, this study also linked the emotion response to the existing technology acceptance model (Igbaria, Zinatelli, Cragg, & Cavaye, 1997; Venkatesh, 2000). This was due to the fact that the usage of technology is extending throughout the industry, and emotional factors are found to work as an important factor in such work. Many other approaches have been made in order to explain the emotional side of the adoption, yet in this study, pleasure-arousal-dominance theory which is often used to explain in marketing communication discourse and is supported in application for experiential aspect (Holbrook & Batra, 1987). Pleasure-arousal-dominance theory (PAD; Mehrabian & Russell (1974)) suggested by Mehrabian & Russell (1974) explains the three basic emotion status to mediate approach-avoidance behaviors in any environment based on the Stimulus-Organism-Response(S-O-R) paradigm. It explains that individual’s emotional status is aroused by the mediating environment (Donovan, Rossiter, Marcoolyn, & Nesdale, 1994). Yet, interpreting the recent studies arguing that in consumption related emotions situation, dominance is not necessary (Donovan et al., 1994), this study was adopted as a two-dimensional construct that can impact the user’s behavior intention. In sum, this study applies perceived ease of use, perceived usefulness, pleasure, and arousal as the determinants of adoption. In addition, not simply examining the adoption process of the convergence marketing, but this study relates to the actual effect on consumers’ brand evaluation. The appliance of TAM as the part of individual dimension variable was found in recent studies that investigated the effect of adverting with interactive medium (Han & Park, 2010; Shim, 2009). Previous literatures have suggested the perceived usefulness significantly influences on the attitude toward the retailer that provides such experience (Lee et al, 2006). Especially, such studies were made within the e-commerce conditions, such as investigation of consumer behavior towards a non-profit organization’s virtual store (Chen et al, 2002), influence of perceived usefulness positively influencing on attitude towards the online retailer and intentions to use from such retailer (Vijayasarathy, 2004), and determinants of adoption (usefulness, ease of use, and enjoyment) on the attitude toward the online retailer (Lee et al, 2006). On this account, brand attitude, and purchase intention was examined. In this study, survey method in order to investigate how consumers perceive the convergence marketing in the marketing communication context, and further, how they evaluated the brand performing convergence marketing. Preliminary study was first proceed to understand how marketing of technology and marketing of culture is recognized by consumers, and further, manipulate each stimuli. The adoption process was investigated using technology acceptance model combined with pleasure-arousal-dominance theory, as a part of the individual variables. With mediating effect of consumer characteristics found to be important in convergence marketing (Kim, 2007), personal innovativeness, art involvement, and need for uniqueness was applied to see the mediating effect. Therefore, a survey was conducted to see the differences in the degree of convergence. The preliminary research with 183 samples indicated that convergence marketing method was preferred over the dedicated marketing of technology or culture. Thus, the experimental design that was designed in a form of 2 by 2 between subjects factorial design with factors of innovation of technology and classiness of culture, the 513 samples collected a total of 485 samples being used. The analysis indicated that as the convergence traits of novelty and classic increase, determinant of intentions were strongly generated, followed by the increasing intention to accept, continued to building positive brand attitude and purchase intention. Yet, in specific, novelty trait had direct influences on making emotional feeling, including pleasure and arousal, rather than on generating cognitive reaction. It was the classic trait that had relationship in between cognitive and emotional reaction. Additionally, it was also found that in case of emotional feeling were evoked, pleasure and arousal, it influenced on building positive brand attitude continued to purchase intention even if adoption intention was not made. Moreover, when adoption intention was made, the direct influence on positive brand attitude was found to be significant. Meanwhile, determinants of adoption were found to have the significant influence on adoption intention and on brand attitude. The positive influence of determinants of adoption on adoption intention is in line with a number of researches on ETAM. When perceived to be higher, all resulted in higher adoption intention (Tzou et al., 2009). In terms of brand attitude, it was found that only the emotional variables of pleasure and arousal that had direct influence to have marketing effectance, which coincides with the result of Childers et al. (2001). This study indicates that compared to the perceived usefulness and ease of use, enjoyment was a stronger driver to predict the attitude. In sum, the result implies that convergence marketing can work to satisfy both the cognition dimension as well as the emotional facet. When drivers of determinants of adoption is generated, it strongly influence on the adoption intention. Yet, in order to have the marketing communication effect on brand attitude and purchase intention, it is necessary to consider the emotional aspect, either pleasure or arousal. Such relationship is not only related to the cultural contents, but technology itself can now deliver emotional feelings to the consumers. Thus, the marketing director should focus on the usage of technology to involve emotional facets. In addition, all individual characteristics were found to be significantly moderating. Result of the effect of personal innovativeness implies that those of highly innovated tends to not only have strongly influence on adoption intention, but also had significant effect of advertising effect compared to the less innovated groups. The moderating effects of art involvement turned out that those highly involved in art, novelty did not matter much compared to the less involved group. In case of need for uniqueness, the significant relationship of perceived pleasure on brand attitude was found, yet unlike expected, those low in need for uniqueness had significantly stronger adoption intention. Thus, this can be perceived as due to the marketing activity targeting the mass audience, lacking the attractiveness towards those in higher need for uniqueness. Thus, in order to attract both those in high and low need of uniqueness, delivering both usefulness as well as pleasure is important. The result of this study contributes to understanding on status and recent trend of convergence marketing activities. Further, it is meaningful in that it is in line with the recent studies of applying TAM in combination with PAD theory as well as within the context of marketing communication. Thus, the result of this study is expected to be helpful in understanding the new hybrid consumers and give suggests useful information for establishing future brand communication plans. Yet, to further understand the interpretation process of consumer studies that incorporate variables suggested from the interview should be incorporated in the study.

The purpose of this article is to examine the possibilities of Human Performance Technology (HPT) under the background of global economy. First, two kinds of culture, national culture and organizational culture are introduced and compared. Next, the impact of cultures on human learning and working performance is examined in the aspects of learning and training, management, and global cooperation. And then the article proposes different strategies for managing the factor of culture to achieve desired performance, including diffusion and adaption. In addition, it is considered that how the proposed strategies can be utilized for public education systems. Finally, further research agenda is addressed Living in a culture is like swimming in the water is for a fish: one does not recognize one’s basic cultural values and beliefs as being there. They are the water one swims in. Everything one does takes this water into account unconsciously (Addison & Wittkuhn, 2001, p. 16). Pushing harder and harder on familiar solutions, while fundamental problems persist or worsen, is a reliable indicator of nonsystemic thinking- what we often call the “what we need here is a bigger hammer” syndrome (Senge, 1994, p. 61).

The following paragraph is extracted from an email message written by a German medical doctor working in Papua New Guinea (PNG) since 1999. I was impressed the most by a 15-year-old boy who arrived out of the bush in a health center complaining about lower-right abdominal pain. Due to the possibility of an appendix infection, he had to be transferred to the hospital. But the sea was rough, and he had to wait for two days at the health center. Then a so-called banana boat, a boat with an outboard motor, brought him in a 6-hour trip to Vunapope [a town in PNG]. Even for healthy people such a trip with all the up and down is not a pleasure. As it turned out, the appendix had broken through and quite some pus had collected in his abdomen. In spite of the pain medication, the trip on the boat must have been hell for the boy, but he endured it courageously. The doctor regularly reports about her life and adventures in PNG to her friends and sponsors viaemail. The stories in her e-mail messages are often fascinating and sometimes heartbreaking. Life m PNG is far beyond what some of us can imagine. This article reports on information technology (IT) in PNG, particularly as it affects education and cultural development. The findings are based on data collected from the medical doctor and a school principal, both currently working in PNG. The purpose of the article is not to present sophisticated research results but to offer a glimpse of IT culture in PNG. It starts with a brief overview of IT in developing countries and then focuses on PNG.